Lego taps “Star Wars” for the launch of its new high-tech Smart Brick
The toy giant is betting that even if people don’t immediately want a computerized plastic block, they’ll still want “Star Wars” Legos that go “pew pew.”
One of the biggest building manufacturers on the planet just unveiled a “ground-breaking” microcomputer, featuring a custom-made chip and built-in sensors. Plus, it’ll come with a little plastic Luke Skywalker.
On Monday, Lego announced the “Smart Brick” — a classic two-by-four block that’s embedded with a tiny computer. Naturally, the first “Smart Play” sets will be based on one of Lego’s longest-running, most lucrative, and tech-themed partnerships: “Star Wars.”
Chip in the old block
In the press release, the Danish toy giant described the Smart Brick as “one of the most significant evolutions... since the introduction of the LEGO Minifigure in 1978.” Per the company, the sensor-driven tech will use NFC-equipped smart tags to make sets “come to life” with reactive, motion-responsive light and sound effects.
For younger Lego enthusiasts, the platform will unlock a whole new way to play, while for many time-honored “Star Wars” fans, it means no longer having to make lightsaber noises themselves. Back in 1999, the media franchise was the basis for Lego’s first-ever official licensed product line; now, according to Brickset.com, there have been more than 1,000 individual Lego “Star Wars” sets released to date.
Lego sales have gone from strength to strength in the last few years, reporting record revenues of 34.6 billion Danish kroner (~$5.4 billion) and soaring profits in H1 2025, owing largely to the success of its themed sets. Indeed, Lego’s partnerships with iconic brands like Marvel, “Harry Potter,” and, more recently, “Fortnite” and Ikea, have seen it become a hit with kids and adults alike, securing cultural relevance outside of the play chest.
However, Lego might need to keep tapping buzzy licensing deals to garner Smart Brick sales that outweigh the company’s already soaring costs... and avoid a repeat of another time the world’s biggest toymaker tried to keep up with the world’s tech obsession.
